This paper describes the first, critical steps taken to align the activities of a corporate information centre with organisational goals, recommending the incremental adoption of strategic marketing planning to a team of information professionals with little experience in marketing and operating in an organisation whose culture and strategy was undergoing fundamental transformation. It concludes that, by starting with the instigation of discussion with senior management to consider optimal methods of contribution to organisational success, the information professional demonstrates initiative and takes a further, important step towards proving value and improving status.
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